Customer Value And The Relationship Among It,Customer Satisfaction, And Customer Loyalty Against The Background Of Network Consumption

In recent years, the e-business is developing at a high-speed, which promotes the boom of network consumption. As a new pattern of consumption, network consumption has been impacting consumers'behaviors and minds. Under this new environment of consumption, customer value may vary from that of traditional pattern. What is the structure of customer value when shopping online? And how many dimensions does it have? Besides, the relationship among customer value, customer satisfaction and customer loyalty under the background of network consumption is also worth to research.After reviewing the literature, it shows that previous research on the structure of customer value mainly focused on traditional patterns of consumption. The main structure of traditional patterns includes value components model, benefits/costs ratio model, and means-ends model. But the structure of customer value of online shopping is still unknown. Prevenient studies provided the evidence that customer value has a positive effect on customer satisfaction and customer loyalty. Also, customer satisfaction has a positive effect on customer loyalty. However, the relationship among the dimensions of customer value, customer satisfaction and customer loyalty is not mentioned. Neither does the role of customer satisfaction between customer value and customer loyalty.In order to explore the structure of customer value when shopping online, questionnaire for customer value was developed based on the content analysis of in-depth interviews with network consumers on campus. Participants were those college students who have the experiences of network consumption from7universities in Jiangsu, Zhejiang, and Shanghai. Questionnaires for customer value, customer satisfaction, and customer loyalty were used to investigate them. And a variety of methods, such as exploratory factory analysis, confirmatory factor analysis, regression analysis, as well as mediating effect analysis were employed to analyze the valid data.The results showed that: (1) The questionnaire for customer value was proved to be of high reliability and validity. It covers all the five factors of the value, including quality value, price value, convenience value, service value, and post value.(2) The relationship among customer value, customer satisfaction, and customer loyalty against the background of network consumption is interacted. Customer value has a positive effect on customer value; customer satisfaction has a positive effect on customer loyalty; customer value has a positive effect on loyalty.(3)Customer satisfaction has mediator effect between customer value and customer loyalty.